Rainforest meets metropolis

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Company:

Branding

Services:

advertising & marketing | brand identity | brand strategy

Project type:

brand strategy & design | premium services

Region:

South East Asia

Brand:

The solution took inspiration from the language and culture of Malaysia

Located in the affluent western suburbs of Kuala Lumpur, Alya comprises a number of residential, commercial and retail developments, along with the prestigious TPC golf club, all set within 360 acres of natural forest. The Alya name (which means 'divinity' or 'sky') was chosen to reflect the ambitious and over-arching nature of the project.

G.A developed a cohesive master-brand architecture and communications campaign to act as a roadmap for the ongoing development – both for the customer and the company. The brand to be created would be the first of a new luxury concept to be rolled-out worldwide.

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Designed for exquisite living

Here Alya is personified as a young woman. She represents the brand values of sophistication, elegance, refinement and cosmopolitanism, symbolising a lifestyle coveted by global luxury consumers. The film intercuts between two narrative threads of the protagonist at a party at night and in her apartment during the day, conveying a life of harmony, embraced by nature. Intriguing, mysterious and alluring in tone, the film enhances the overall desirability of the development and the interest to discover more.

Print advertising

In sync with the city

Inspired throughout by Alya's sense of place - uniquely central yet adjacent to a stunning natural forest reserve - the brand created had target audience appeal by offering a very modern interpretation of luxury: a luxury defined by a sense of freedom and movement, where life is lived in harmony and balance. Alya would provide the core elements of well-being; nature, culture and leisure.

The creative concept was refined into execution: logo designs, advertising assets in film, digital and off-line media, interior design for the showcase Alya International Property Gallery and individual show units.